PurposeAlthough considerable evidence shows that online product reviews (OPRs) can greatly affect consumers, how interface designs of OPR systems (i.e. websites where consumers read and write OPRs) impact online buying behavior has not yet been well investigated. Using research on confidence in judgment and the Stimulus-Organism-Response (SOR) framework, this study aims to develop a model of the effects of OPR system design on consumer purchase behavior.Design/methodology/approachA study using a two by two by two factorial experimental design was conducted. The structural model with AMOS 23 based on 319 useable data points was tested.FindingsFindings are very interesting. First, designs that manipulate positions of reviews impact perceived value but surprisingly have no effects on confidence in judgment. Second, designs using default display order based on helpfulness votes rather than on recency of reviews increase confidence to a higher level. Third, although unstructured organization methods are used by many major OPR systems, they are inferior in enhancing consumers’ emotional reactions to structured ones.Research limitations/implicationsThis paper highlights the need for more academic research on how interface designs of online product review systems impact purchase behavior. Additionally, this study emphasizes the need for examining how confidence in judgment is impacted in the online environment.Practical implicationsFor practitioners, this research provides them with design implications on how to increase consumer purchase behavior.Originality/valueThis research enhances the understanding of the effects of OPR system interface design on purchase behavior. In addition, the current paper sheds light on how confidence in judgment, given its importance in reducing online consumer’s hesitance to buy, is impacted by various interface designs of OPR systems. Furthermore, this study applies the SOR framework to the context of OPR system designs.
In the era of prosperous online shopping, product reviews play a decisive role in users’ decision to purchase products. At the same time, it can also help businesses understand the corresponding deficiencies, to make targeted improvements. However, users’ comments are full of emotional colors, and these comments with strong emotional tendencies have a greater impact on consumers than ordinary comments, especially those with negative emotions. At present, most text sentiment analysis is oriented at the chapter and sentence level, and there are few sentiment analysis refined to product-specific attributes. Based on this, this paper is aimed at exploring the influencing factors of the emotional tendency of product reviews, analyzing a large number of reviews of a certain mobile phone product, and extracting the keywords of the influencing factors. This article summarizes six key influencing factors. Through the constructed conceptual model of emotional tendencies, it is concluded that the impact of negative emotional comments on consumption is much greater than that of positive emotional comments. Then, there is a further conceptual model of negative affective tendencies. This paper explores the causes of the influencing factors of negative affective tendencies. In this paper, the influencing factors of negative emotional tendencies are subdivided into 10 secondary factors. Through the reliability test, all secondary factors are above 87%. Then, after scoring the negative comment text code, a regression analysis was performed, and it was found that 10 secondary factors were significant, and the corresponding regression model was obtained.
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